System and method of generating targeted user lists using customizable avatar characteristics

ABSTRACT

A system of generating targeted user lists using customizable avatar characteristics includes a messaging server system. The messaging server system includes an application server that generates a database of mutable avatar characteristics, a database of style categories, and a targeted user list. The application server then causes a media content item to be displayed on display screens of electronic devices associated with the set of user identifiers included in the targeted user list. Other embodiments are disclosed.

CROSS REFERENCED TO RELATED APPLICATIONS

This application is a continuation of U.S. patent application Ser. No.16/250,723, filed Jan. 17, 2021, which application claims priority toU.S. Provisional Patent Application Ser. No. 62/738,450, filed. Sep. 28,2018, the contents of which are incorporated herein by reference intheir entirely.

BACKGROUND

The popularity of electronic messaging, particularly instant messaging,continues to grow. Users increasingly use customized avatars withinelectronic messages such as texts and email s reflecting a global demandto communicate more visually. These customized avatars may also be usedto represent the users' in video games, applications, and other systems.Since the users are able to personalize these customized avatars, theavatars can provide details on the users' style, interests, musicaltaste, etc.

BRIEF DESCRIPTION OF THE DRAWINGS

In the drawings, which are not necessarily drawn to scale, like numeralsmay describe similar components in different views, Like numerals havingdifferent letter suffixes may represent different instances of similarcomponents. Some embodiments are illustrated by way of example, and notlimitation, in the figures of the accompanying drawings in which:

FIG. 1 is a block diagram showing an example messaging system forexchanging data (e.g., messages and associated content) over a network.

FIG. 2 is block diagram illustrating further details regarding amessaging system, according to exemplary embodiments.

FIG. 3 is a schematic diagram illustrating data which may be stored inthe database of the messaging server system, according to variousexemplary embodiments.

FIGS. 4A-4C are exemplary flow diagrams of processes according tovarious aspects of the disclosure.

FIGS. 5A-5C are screenshots of exemplary avatars having customizableavatar characteristics that are used to generate targeted user lists asdescribed in FIGS. 4A-4C.

FIG. 6 is a block diagram illustrating a representative softwarearchitecture, which may be used in conjunction with various hardwarearchitectures herein described.

FIG. 7 is a block diagram illustrating components of a machine,according to some exemplary embodiments, able to read instructions froma machine-readable medium (e.g., a machine-readable storage medium) andperform any one or more of the methodologies discussed herein.

DETAILED DESCRIPTION

The description that follows includes systems, methods, techniques,instruction sequences, and computing machine program products thatembody illustrative embodiments of the disclosure. In the followingdescription, for the purposes of explanation, numerous specific detailsare set forth in order to provide an understanding of variousembodiments of the inventive subject matter. It will be evident,however, to those skilled in the art, that embodiments of the inventivesubject matter may be practiced without these specific details. Ingeneral, well-known instruction instances, protocols, structures, andtechniques are not necessarily shown in detail.

Among other things, embodiments of the present disclosure improve thefunctionality of electronic messaging software and systems by generatingtargeted user lists using customized avatar characteristics. In oneembodiment, the electronic messaging system allows users to generateavatars that are customized to represent the users. Since the user maypersonalize the avatar, the customized avatar characteristics can beused to inform the system regarding the user's style, interests, tastes,etc. The system can store, for example, the most recent customizedavatar characteristics and categorize the users into style (or interest)categories based on the recent customized avatar characteristics. Usingthese categorizations, the system can further inform look-aliketargeting.

FIG. 1 is a block diagram showing an example messaging system 100 forexchanging data (e.g., messages and associated content) over a network.The messaging system 100 includes multiple client devices 102, each ofwhich hosts a number of applications including a messaging clientapplication 104. Each messaging client application 104 iscommunicatively coupled to other instances of the messaging clientapplication 104 and a messaging server system 108 via a network 106(e.g., the Internet). As used herein, the term “client device” may referto any machine that interfaces to a communications network (such asnetwork 106) to obtain resources from one or more server systems orother client devices. A client device may be, but is not limited to, amobile phone, desktop computer, laptop, portable digital assistants(PDAs), smart phones, tablets, ultra books, netbooks, laptops,multi-processor systems, microprocessor-based or programmable consumerelectronics, game consoles, set-top boxes, or any other communicationdevice that a user may use to access a network.

In the example shown in FIG. 1, each messaging client application 104 isable to communicate and exchange data with another messaging clientapplication 104 and with the messaging server system 108 via the network106. The data exchanged between messaging client applications 104, andbetween a messaging client application 104 and the messaging serversystem 108, includes functions (e.g., commands to invoke functions) aswell as payload data (e.g., text, audio, video or other multimediadata).

The network 106 may include, or operate in conjunction with, an ad hocnetwork, an intranet, an extranet, a virtual private network (VPN), alocal area network (LAN), a wireless LAN (WLAN), a wide area network(WAN), a wireless WAN (WWAN), a metropolitan area network (MAN), theInternet, a portion of the Internet, a portion of the Public SwitchedTelephone Network (PSTN), a plain old telephone service (POTS) network,a cellular telephone network, a wireless network, a Wi-Fi® network,another type of network, or a combination of two or more such networks.For example, a network or a portion of a network may include a wirelessor cellular network and the coupling may be a Code Division MultipleAccess (CDMA) connection, a Global System for Mobile communications(GSM) connection, or other type of cellular or wireless coupling. Inthis example, the coupling may implement any of a variety of types ofdata transfer technology, such as Single Carrier Radio TransmissionTechnology (1×WIT), Evolution-Data Optimized (EVDO) technology, GeneralPacket Radio Service (GPRS) technology, Enhanced Data rates for GSMEvolution (EDGE) technology, third Generation Partnership Project (3GPP)including 3G, fourth generation wireless (4G) networks, Universal MobileTelecommunications System (UMTS), High Speed Packet Access (HSPA),Worldwide Interoperability for Microwave Access (WiMAX), Long TermEvolution (LIE) standard, others defined by various standard settingorganizations, other long range protocols, or other data transfertechnology.

The messaging server system 108 provides server-side functionality viathe network 106 to a particular messaging client application 104. Whilecertain functions of the messaging system 100 are described herein asbeing performed by either a messaging client application 104 or by themessaging server system 108, it will be appreciated that the location ofcertain functionality either within the messaging client application 104or the messaging server system 108 is a design choice. For example, itmay be technically preferable to initially deploy certain technology andfunctionality within the messaging server system 108, but to latermigrate this technology and functionality to the messaging clientapplication 104 where a client device 102 has a sufficient processingcapacity.

The messaging server system 108 supports various services and operationsthat are provided to the messaging client application 104. Suchoperations include transmitting data to, receiving data from; andprocessing data generated by the messaging client application 104. Thisdata may include, message content, client device information,geolocation information, media annotation and overlays, message contentpersistence conditions, social network information, and live eventinformation, as examples. Data exchanges within the messaging system 100are invoked and controlled through functions available via userinterfaces (UIs) of the messaging client application 104.

Turning now specifically to the messaging server system 108, anApplication Program Interface (API) server 110 is coupled to, andprovides a programmatic interface to, an application server 112. Theapplication server 112 is communicatively coupled to a database server118, which facilitates access to a database 120 in which is stored dataassociated with messages processed by the application server 112.

Dealing specifically with the Application Program Interface (API) server110, this server receives and transmits message data (e.g., commands andmessage payloads) between the client device 102 and the applicationserver 112. Specifically, the Application Program Interface (API) server110 provides a set of interfaces (e.g., routines and protocols) that canbe called or queried by the messaging client application 104 in order toinvoke functionality of the application server 112. The ApplicationProgram Interface (API) server 110 exposes various functions supportedby the application server 112, including account registration, loginfunctionality, the sending of messages, via the application server 112,from a particular messaging client application 104 to another messagingclient application 104, the sending of media files (e.g., images orvideo) from a messaging client application 104 to the messaging serverapplication 114, and for possible access by another messaging clientapplication 104, the setting of a collection of media data (e.g.,story), the retrieval of a list of friends of a user of a client device102, the retrieval of such collections, the retrieval of messages andcontent, the adding and deletion of friends to a social graph, thelocation of friends within a social graph, opening and application event(e.g., relating to the messaging client application 104).

The application server 112 hosts a number of applications andsubsystems, including a messaging server application 114, an imageprocessing system 116 and a social network system 122. The messagingserver application 114 implements a number of message processingtechnologies and functions, particularly related to the aggregation andother processing of content (e.g., textual and multimedia contentincluding images and video clips) included in messages received frommultiple instances of the messaging client application 104. As will bedescribed in further detail, the text and media content from multiplesources may be aggregated into collections of content (e.g., calledstories or galleries). These collections are then made available, by themessaging server application 114, to the messaging client application104. Other processor and memory intensive processing of data may also beperformed server-side by the messaging server application 114, in viewof the hardware requirements for such processing.

The application server 112 also includes an image processing system 116that is dedicated to performing various image processing operations,typically with respect to images or video received within the payload ofa message at the messaging server application 114.

The social network system 122 supports various social networkingfunctions services, and makes these functions and services available tothe messaging server application 114. To this end, the social networksystem 122 maintains and accesses an entity graph 304 within thedatabase 120. Examples of functions and services supported by the socialnetwork system 122 include the identification of other users of themessaging system 100 with which a particular user has relationships oris “following”, and also the identification of other entities andinterests of a particular user.

The application server 112 is communicatively coupled to a databaseserver 118, which facilitates access to a database 120 in which isstored data associated with messages processed by the messaging serverapplication 114.

Some embodiments may include one or more wearable devices, such as apendant with an integrated camera that is integrated with, incommunication with, or coupled to, a client device 102. Any desiredwearable device may be used in conjunction with the embodiments of thepresent disclosure, such as a watch, eyeglasses, goggles, a headset, awristband, earbuds, clothing (such as a hat or jacket with integratedelectronics), a clip-on electronic device, and/or any other wearabledevices.

FIG. 2 is block diagram illustrating further details regarding themessaging system 100, according to exemplary embodiments. Specifically,the messaging system 100 is shown to comprise the messaging clientapplication 104 and the application server 112, which in turn embody anumber of some subsystems, namely an ephemeral timer system 202, acollection management system 204 and an annotation system 206.

The ephemeral timer system 202 is responsible for enforcing thetemporary access to content permitted by the messaging clientapplication 104 and the messaging server application 114. To this end,the ephemeral timer system 202 incorporates a number of timers that,based on duration and display parameters associated with a message, orcollection of messages (e.g., a story), selectively display and enableaccess to messages and associated content via the messaging clientapplication 104.

The collection management system 204 is responsible for managingcollections of media (e.g., collections of text, image video and audiodata). In some examples, a collection of content (e.g., messages,including images, video, text and audio) may be organized into an “eventgallery” or an “event story.” Such a collection may be made availablefor a specified time period, such as the duration of an event to whichthe content relates. For example, content relating to a music concertmay be made available as a “story” for the duration of that musicconcert. The collection management system 204 may also be responsiblefor publishing an icon that provides notification of the existence of aparticular collection to the user interface of the messaging clientapplication 104.

The collection management system 204 furthermore includes a curationinterface 208 that allows a collection manager to manage and curate aparticular collection of content. For example, the curation interface208 enables an event organizer to curate a collection of contentrelating to a specific event (e.g., delete inappropriate content orredundant messages). Additionally, the collection management system 204employs machine vision (or image recognition technology) and contentrules to automatically curate a content collection. In certainembodiments, compensation may be paid to a user for inclusion of usergenerated content into a collection. In such cases, the curationinterface 208 operates to automatically make payments to such users forthe use of their content.

The annotation system 206 provides various functions that enable a userto annotate or otherwise modify or edit media content associated with amessage. For example, the annotation system 206 provides functionsrelated to the generation and publishing of media overlays for messagesprocessed by the messaging system 100. The annotation system 206operatively supplies a media overlay (e.g., a filter) to the messagingclient application 104 based on a geolocation of the client device 102.In another example, the annotation system 206 operatively supplies amedia overlay to the messaging client application 104 based on otherinformation, such as, social network information of the user of theclient device 102. A media overlay may, include audio and visual contentand visual effects. Examples of audio and visual content includepictures, texts, logos, animations, and sound effects. An example of avisual effect includes color overlaying. The audio and visual content orthe visual effects can be applied to a media content item (e.g., aphoto) at the client device 102. For example, the media overlayincluding text that can be overlaid on top of a photograph generatedtaken by the client device 102. In another example, the media overlayincludes an identification of a location overlay (e.g., Venice beach), aname of a live event, or a name of a merchant overlay (e.g., BeachCoffee House). In another example, the annotation system 206 uses thegeolocation of the client device 102 to identify a media overlay thatincludes the name of a merchant at the geolocation of the client device102. The media overlay may include other indicia associated with themerchant. The media overlays may be stored in the database 120 andaccessed through the database server 118.

In one exemplary embodiment, the annotation system 206 provides auser-based publication platform that enables users to select ageolocation on a map, and upload content associated with the selectedgeolocation. The user may also specify circumstances under which aparticular media overlay should be offered to other users. Theannotation system 206 generates a media overlay that includes theuploaded content and associates the uploaded content with the selectedgeolocation.

In another exemplary embodiment, the annotation system 206 provides amerchant-based publication platform that enables merchants to select aparticular media overlay associated with a geolocation via a biddingprocess. For example, the annotation system 206 associates the mediaoverlay of a highest bidding merchant with a corresponding geolocationfor a predefined amount of time

FIG. 3 is a schematic diagram 300 illustrating data 300 which may bestored in the database 120 of the messaging server system 108, accordingto certain exemplary embodiments. While the content of the database 120is shown to comprise a number of tables, it will be appreciated that thedata could be stored in other types of data structures (e.g., as anobject-oriented database).

The database 120 includes message data stored within a message table314. The entity table 302 stores entity data, including an entity graph304. Entities for which records are maintained within the entity table302 may include individuals, corporate entities, organizations, objects,places, events etc. Regardless of type, any entity regarding which themessaging server system 108 stores data may be a recognized entity. Eachentity is provided with a unique identifier, as well as an entity typeidentifier (not shown).

The entity graph 304 furthermore stores information regardingrelationships and associations between entities. Such relationships maybe social, professional (e.g., work at a, common corporation ororganization) interested-based or activity-based, merely for example.

The database 120 also stores annotation data, in the example form offilters, in an annotation table 312. Filters for which data is storedwithin the annotation table 312 are associated with and applied tovideos (for which data is stored in a video table 310) and/or images(for which data is stored in an image table 308), filters, in oneexample, are overlays that are displayed as overlaid on an image orvideo during presentation to a recipient user. Filters may be of variestypes, including a user-selected filters from a gallery of filterspresented to a sending user by the messaging client application 104 whenthe sending user is composing a message. Other types of filers includegeolocation filters (also known as geo-filters) which may be presentedto a sending user based on geographic location. For example, geolocationfilters specific to a neighborhood or special location may be presentedwithin a user interface by the messaging client application 104, basedon geolocation information determined by a GPS unit of the client device102. Another type of filer is a data filer, which may be selectivelypresented to a sending user by the messaging client application 104,based on other inputs or information gathered by the client device 102during the message creation process. Example of data filters includecurrent temperature at a specific location, a current speed at which asending user is traveling, battery life for a client device 102 or thecurrent time.

Other annotation data that may be stored within the image table 308 isso-called “lens” data. A “lens” may be a real-time special effect andsound that may be added to an image or a video.

As mentioned above, the video table 310 stores video data which, in oneembodiment, is associated with messages for which records are maintainedwithin the message table 314. Similarly, the image table 308 storesimage data associated with messages for which message data is stored inthe entity table 302. The entity table 302 may associate variousannotations from the annotation table 312 with various images and videosstored in the image table 308 and the video table 310.

A story table 306 stores data regarding collections of messages andassociated image, video or audio data, which are compiled into acollection (e.g., a story or a gallery). The creation of a particularcollection may be initiated by a particular user (e.g., each user forwhich a record is maintained in the entity table 302). A user may createa “personal story” in the form of a collection of content that has beencreated and sent/broadcast by that user. To this end, the user interfaceof the messaging client application 104 may include an icon that is userselectable to enable a sending user to add specific content to his orher personal story.

A collection may also constitute a “live story,” which is a collectionof content from multiple users that is created manually, automaticallyor using a combination of manual and automatic techniques. For example,a “live story” may constitute a curated stream of user-submitted contentfrom varies locations and events. Users, whose client devices havelocation services enabled and are at a common location event at aparticular time may, for example, be presented with an option, via auser interface of the messaging client application 104, to contributecontent to a particular live story. The live story may be identified tothe user by the messaging client application 104, based on his or herlocation. The end result is a “live story” told from a communityperspective.

A further type of content collection is known as a “location story”,which enables a user whose client device 102 is located within aspecific geographic location (e.g., on a college or university campus)to contribute to a particular collection. In some embodiments, acontribution to a location story may require a second degree ofauthentication to verify that the end user belongs to a specificorganization or other entity (e.g., is a student on the universitycampus).

Embodiments of the present disclosure may generate and presentcustomized images for use within electronic messages such as SMS or MMStexts and emails. The customized images may also be utilized inconjunction with the stories, filters, and ephemeral messagingfunctionality discussed herein.

FIGS. 4A-4C are exemplary flow diagrams of processes according tovarious aspects of the disclosure. Although the flowcharts may describethe operations as a sequential process, many of the operations can beperformed in parallel or concurrently. In addition, the order of theoperations may be re-arranged, A process is terminated when itsoperations are completed. A process may correspond to a method, aprocedure, etc. The steps of methods may be performed in whole or inpart, may be performed in conjunction with some or all of the steps inother methods, and may be performed by any number of different systems,such as the systems described in FIG. 1 and/or FIG. 7.

FIG. 4A depicts an exemplary process of generating targeted user listsusing customizable avatar characteristics according to various aspectsof the present disclosure. In this example, method 400 starts at Block410, with an application server generating a database of mutable avatarcharacteristics. FIG. 48 illustrates an exemplary process of theoperation of generating the database of mutable avatar characteristics(Block 410). As shown in FIG. 48, the application server can receiveuser identifiers and customized avatar characteristics associated withthe user identifiers, respectively (Block 411). In some embodiments, theuser identifier may be received from an input within an electronicmessage from a client device 102. (e.g., the user's client device 102).For example, the user could input, via the user interface of the user'scomputing device, his or her name to generate the user's own customizedavatar. Additionally or alternatively, the user identifier may bereceived based on information stored within the user's computing device.Any such identifier may be used, such as the user's full name or ausername associated with the user. The user identifier may also be anidentifier associated with the user's computing device, such as a UniqueDevice Identifier (UDID) or Identifier for Advertising (IDEA).

FIGS. 5A-5C are screenshots of exemplary avatars having customizableavatar characteristics that are used to generate targeted user lists asdescribed in FIGS. 4A-4C. As used herein, an “avatar” of a user is anyvisual representation of user. The avatar of a user or individual may beany image resembling or otherwise associated with the user orindividual. The avatar of a user may be based on characteristics derivedfrom images of the user in conjunction with the avatar characteristicsidentified from the user's relationships with other users. Alternativelyor additionally, the user may select and customize characteristics ofthe user's avatar via the user's computing device (i.e., customizedavatar characteristics). Such customized avatar characteristics mayinclude, for example, the user's bodily features (e.g., muscular, thin,etc.), facial features, clothing and accessories, text displayed inconjunction with the avatar, and images displayed in conjunction withthe avatar. In one embodiment, customized avatar characteristicsincludes characteristics related to at least one of: hair color, hairlength, hair style, facial hair style, eye lashes, glasses, earrings,makeup colors, headwear, or outfit. For example, in the avatar in FigureSA, the customized avatar characteristics includes thin build, browneyes, shoulder length black and brown hair, pink lipstick, peacheyeshadow, black t-shirt with a basketball team name (e.g., LA Lakers),skinny jeans, and black flat shoes. The avatar characteristics may bereceived or retrieved from a variety of sources, such as the localmemory of a client device 102 as well as from other systems and devices,such as a database or server.

At Block 412, the application server selects mutable avatarcharacteristics from the plurality of customized avatar characteristics.For example, the mutable avatar characteristics include characteristicsrelated to at least one of: hair style, glasses, earrings, makeupcolors, headwear, clothing or outfit. The mutable avatar characteristicsare characteristics that can be changed based on the user's style,preferences, and interests. For example, in the avatar in FIG. 5A, thecustomized avatar characteristics includes shoulder length black andbrown hair, pink lipstick, peach eyeshadow, black t-shirt with abasketball team name (e.g., LA Lakers), skinny jeans, and black flatshoes. At Block 413, the application server stores the mutable avatarcharacteristics and the user identifiers associated with the mutableavatar characteristics.

In one embodiment, the database of mutable avatar characteristics storesa current set of mutable avatar characteristics for a predeterminedperiod of time. In another embodiment, the database of mutable avatarcharacteristics stores a history of mutable avatar characteristics for apredetermined period of time. The database of mutable avatarcharacteristics can be updated on at a predetermined frequency (e.g.,daily, weekly, etc.). To maintain the database of mutable avatarcharacteristics up-to-date, the application server can receive an updateto the customized avatar characteristics associated with the useridentifiers, respectively. The application server can select the mutableavatar characteristics from the updated customized avatarcharacteristics, and can update the database of mutable avatarcharacteristics by storing the mutable avatar characteristics as well asthe user identifiers associated with these mutable avatarcharacteristics.

Referring back to FIG. 4A, at Block 420, the application servergenerates a database of style categories. In one embodiment, to generatethe database of style categories, the application server categorizesuser identifiers into style categories based on the mutable avatarcharacteristics associated with the user identifiers. Style categoriescan include categories related to at least one of: hobbies, film and tvgenre, sports, shopping habits, food preferences, beauty and fashion, orgaming. For example, the avatar in FIG. 5A may be associated with thestyle categories such as basketball and sports.

At Block 430, the application server generates a targeted user list.FIG. 4C illustrates an exemplary process of the operation of generatingthe targeted user list (Block 430). As shown in FIG. 4C, the applicationserver identifies a first user identifier from the user identifiers thatcorresponds to a first listed user (Block 431). The first listed usercan be included in a contact list. The contact list may be provided froma company, an organization, or a group, or an individual looking toexpand their advertising or reach. For example, the application servermay identify a first user identifier associated with the avatar in FIG.5A as corresponding to the first listed user. In one embodiment, theapplication server can identify the first user identifier thatcorresponds to the first listed user based on an email of the firstlisted user or an electronic device identifier associated with the firstlisted user.

By identifying users from the contact list that are known to theapplication server (e.g., users included in the database of mutableavatar characteristics, the database of style categories, or otherdatabase in the messaging server system 108), the application server candetermine the user's interests, preferences or style. More specifically,in Block 432, the application server determines, using the database ofstyle categories, a first style category from the style categories inwhich the first user identifier is categorized. For example, if theavatar in FIG. 5A is an avatar associated with the first user identifierthat corresponds to the first listed user, the application server maydetermine that the first category is basketball. Having the determinedthat the first user that is in the contact list is associated with thefirst style category, the application server is able to identify usersthat are similar in style, interest or preference to the first user bysearching for other users that are associated with the first stylecategory. In Block 433, the application server selects, using thedatabase of style categories, a set of user identifiers from the useridentifiers that are associated with the first style category, and inBlock 434, the application server generates the targeted user list thatincludes the set of user identifiers. For example, the avatars in FIGS.5B-5C may also be associated with the first style category (e.g.,basketball) because their mutable avatar characteristics also includesbasketball t-shirts (e.g., LA Laker gear). In this example, theapplication server selects the user identifiers associated with theavatars in FIGS. 5B-5C at Block 433 and generates a target list thatincludes the user identifiers associated with the avatars in FIGS.5B-5C.

Referring back to FIG. 4A, at Block 440, the application server causes amedia content item to be displayed on display screens of electronicdevices associated with the set of user identifiers included in thetargeted user list. In one embodiment, the media content item is anadvertisement. For example, an organization or company related tobasketball (e.g., Professional basketball teams, National BasketballAssociation, sporting goods stores, sports camps, basketball ticketresellers, etc.) may have supplied their contact list that included thefirst listed user (e.g., user associated with the avatar in FIG. 5A) todetermine the other users to which their advertisements would berelevant. The organization or company related to basketball can supplythe advertisement (media content item) to the application server to bedistributed to the users on the targeted user list (e.g., the userassociated with the avatars in FIGS. 5B-5C).

In one embodiment, the application server can receive a variety of mediacontent items from a variety of sources. In this context, a “mediacontent item” may include any type of electronic media in any format.For example, a media content item may include an image in MG format, animage in PNG format, a video in FLV format, a video in AVI format, etc.In some exemplary embodiments, a media content item is captured using animage capture device or component (such as a digital camera) coupled to,or in communication with, a system performing the functionality ofmethod 400. In the exemplary system 700 depicted in FIG. 7 may include adigital camera as one of input components 728. Additionally oralternatively, the media content item may be received from anothersystem or device. In FIG. 1, for example, a client device 102 performingthe functionality of method 400 may receive a media content item fromanother client device 102 or other system via network 106.

Software Architecture

FIG. 6 is a block diagram illustrating an example software architecture606, which may be used in conjunction with various hardwarearchitectures herein described. FIG. 6 is a non-limiting example of asoftware architecture and it will be appreciated that many otherarchitectures may be implemented to facilitate the functionalitydescribed herein. The software architecture 606 may execute on hardwaresuch as machine 700 of FIG. 7 that includes, among other things,processors 704, memory 714, and I/O components 718. A representativehardware layer 652 is illustrated and can represent, for example, themachine 700 of FIG. 7. The representative hardware layer 652 includes aprocessing unit 654 having associated executable instructions 604.Executable instructions 604 represent the executable instructions of thesoftware architecture 606, including implementation of the methods,components and so forth described herein. The hardware layer 652 alsoincludes memory and/or storage modules memory/storage 656, which alsohave executable instructions 604. The hardware layer 652 may alsocomprise other hardware 658.

As used herein, the term “component” may refer to a device, physicalentity or logic having boundaries defined by function or subroutinecalls, branch points, application program interfaces (APIs), and/orother technologies that provide for the partitioning or modularizationof particular processing or control functions. Components may becombined via their interfaces with other components to carry out amachine process. A component may be a packaged functional hardware unitdesigned for use with other components and a part of a program thatusually performs a particular function of related functions.

Components may constitute either software components (e.g., codeembodied on a machine-readable medium) or hardware components. A“hardware component” is a tangible unit capable of performing certainoperations and may be configured or arranged in a certain physicalmanner. In various exemplary embodiments, one or more computer systems(e.g., a standalone computer system, a client computer system, or aserver computer system) or one or more hardware components of a computersystem (e.g., a processor or a group of processors) may be configured bysoftware (e.g., an application or application portion) as a hardwarecomponent that operates to perform certain operations as describedherein. A hardware component may also be implemented mechanically,electronically, or any suitable combination thereof. For example, ahardware component may include dedicated circuitry or logic that ispermanently configured to perform certain operations.

A hardware component may be a special-purpose processor, such as aField-Programmable Gate Array (FPGA) or an Application SpecificIntegrated Circuit (ASIC). A hardware component may also includeprogrammable logic or circuitry that is temporarily configured bysoftware to perform certain operations. For example, a hardwarecomponent may include software executed by a general-purpose processoror other programmable processor. Once configured by such software,hardware components become specific machines (or specific components ofa machine) uniquely tailored to perform the configured functions and areno longer general-purpose processors. It will be appreciated that thedecision to implement a hardware component mechanically, in dedicatedand permanently configured circuitry, or in temporarily configuredcircuitry (e.g., configured by software) may be driven by cost and timeconsiderations.

A processor may be, or in include, any circuit or virtual circuit (aphysical circuit emulated by logic executing on an actual processor)that manipulates data values according to control signals (e.g.,“commands”, “op codes”, “machine code”, etc.) and which producescorresponding output signals that are applied to operate a machine. Aprocessor may, for example, be a Central Processing Unit (CPU), aReduced Instruction Set Computing (RISC) processor, a ComplexInstruction Set Computing (CISC) processor, a Graphics Processing Unit(GPU), a Digital Signal Processor (DSP), an Application Specificintegrated Circuit (ASIC), a Radio-Frequency Integrated Circuit (RIX) orany combination thereof. A processor may further be a multi-coreprocessor having two or more independent processors (sometimes referredto as “cores”) that may execute instructions contemporaneously.

Accordingly, the phrase “hardware component” (or “hardware-implementedcomponent”) should be understood to encompass a tangible entity, be thatan entity that is physically constructed, permanently configured (e.g.,hardwired), or temporarily configured (e.g., programmed) to operate in acertain manner or to perform certain operations described herein.Considering embodiments in which hardware components are temporarilyconfigured (e.g., programmed), each of the hardware components need notbe configured or instantiated at any one instance in time. For example,where a hardware component comprises a general-purpose processorconfigured by software to become a special-purpose processor, thegeneral-purpose processor may be configured as respectively differentspecial-purpose processors (e.g., comprising different hardwarecomponents) at different times. Software accordingly configures aparticular processor or processors, for example, to constitute aparticular hardware component at one instance of time and to constitutea different hardware component at a different instance of time. Hardwarecomponents can provide information to, and receive information from,other hardware components. Accordingly, the described hardwarecomponents may be regarded as being communicatively coupled. Wheremultiple hardware components exist contemporaneously, communications maybe achieved through signal transmission (e.g., over appropriate circuitsand buses) between or among two or more of the hardware components. Inembodiments in which multiple hardware components are configured orinstantiated at different times, communications between such hardwarecomponents may be achieved, for example, through the storage andretrieval of information in memory structures to which the multiplehardware components have access.

For example, one hardware component may perform an operation and storethe output of that operation in a memory device to which it iscommunicatively coupled. A further hardware component may then, at alater time, access the memory device to retrieve and process the storedoutput. Hardware components may also initiate communications with inputor output devices, and can operate on a resource (e.g., a collection ofinformation). The various operations of example methods described hereinmay be performed, at least partially, by one or more processors that aretemporarily configured (e.g., by software) or permanently configured toperform the relevant operations. Whether temporarily or permanentlyconfigured, such processors may constitute processor-implementedcomponents that operate to perform one or more operations or functionsdescribed herein. As used herein, “processor-implemented component”refers to a hardware component implemented using one or more processors.Similarly, the methods described herein may be at least partiallyprocessor-implemented, with a particular processor or processors beingan example of hardware. For example, at least some of the operations ofa method may be performed by one or more processors orprocessor-implemented components.

Moreover, the one or more processors may also operate to supportperformance of the relevant operations in a “cloud computing”environment or as a “software as a service” (SaaS). For example, atleast some of the operations may be performed by a group of computers(as examples of machines including processors), with these operationsbeing accessible via a network (e.g., the Internet) and via one or moreappropriate interfaces (e.g., an Application Program Interface (API)).The performance of certain of the operations may be distributed amongthe processors, not only residing within a single machine, but deployedacross a number of machines. In some exemplary embodiments, theprocessors or processor-implemented components may be located in asingle geographic location (e.g., within a home environment, an officeenvironment, or a server farm). In other exemplary embodiments, theprocessors or processor-implemented components may be distributed acrossa number of geographic locations.

In the exemplary architecture of FIG. 6, the software architecture 606may be conceptualized as a stack of layers where each layer providesparticular functionality. For example, the software architecture 606 mayinclude layers such as an operating system 602, libraries 620,applications 616 and a presentation layer 614. Operationally, theapplications 616 and/or other components within the layers may invokeapplication programming interface (API) API calls 608 through thesoftware stack and receive messages 612 in response to the API calls608. The layers illustrated are representative in nature and not allsoftware architectures have all layers. For example, some mobile orspecial purpose operating systems may not provide aframeworks/middleware 618, while others may provide such a layer. Othersoftware architectures may include additional or different layers.

The operating system 602 may manage hardware resources and providecommon services. The operating system 602 may include, for example, akernel 622, services 624 and drivers 626. The kernel 622 may act as anabstraction layer between the hardware and the other software layers.For example, the kernel 622 may be responsible for memory management,processor management (e.g., scheduling), component management,networking, security settings, and so on. The services 624 may provideother common services for the other software layers. The drivers 626 areresponsible for controlling or interfacing with the underlying hardware.For instance, the drivers 626 include display drivers, camera drivers,Bluetooth® drivers, flash memory drivers, serial communication drivers(e.g., Universal Serial Bus (USB) drivers), Wi-Fi® drivers, audiodrivers, power management drivers, and so forth depending on thehardware configuration.

The libraries 620 provide a common infrastructure that is used by theapplications 616 and/or other components and/or layers. The libraries620 provide functionality that allows other software components toperform tasks in an easier fashion than to interface directly with theunderlying operating system 602 functionality (e.g., kernel 622,services 624 and/or drivers 626). The libraries 620 may include systemlibraries 644 (e.g., C standard library) that may provide functions suchas memory allocation functions, string manipulation functions,mathematical functions, and the like. In addition, the libraries 620 mayinclude API libraries 646 such as media libraries (e.g., libraries tosupport presentation and manipulation of various media format such as MPRF H.264, MP3, AAC, AMR, JPG, PNG), graphics libraries (e.g., an OpenGLframework that may be used to render 2D and 3D in a graphic content on adisplay), database libraries (e.g., SQLite that may provide variousrelational database functions), web libraries (e.g., WebKit that mayprovide web browsing functionality), and the like. The libraries 620 mayalso include a wide variety of other libraries 648 to provide many otherAPIs to the applications 616 and other software components/modules.

The frameworks/middleware 618 (also sometimes referred to as middleware)provide a higher-level common infrastructure that may be used by theapplications 616 and/or other software components/modules. For example,the frameworks/middleware 618 may provide various graphic user interface(GUI) functions, high-level resource management, high-level locationservices, and so forth. The frameworks/middleware 618 may provide abroad spectrum of other APIs that may be utilized by the applications616 and/or other software components/modules, some of which may bespecific to a particular operating system 602 or platform.

The applications 616 include built-in applications 638 and/orthird-party applications 640. Examples of representative built-inapplications 638 may include, but are not limited to, a contactsapplication, a browser application, a book reader application, alocation application, a media application, a messaging application,and/or a game application. Third-party applications 640 may include anapplication developed using the ANDROID™ or IOS™ software developmentkit (SDK) by an entity other than the vendor of the particular platform,and may be mobile software running on a mobile operating system such asIOS™, ANDROID™, WINDOWS® Phone, or other mobile operating systems. Thethird-party applications 640 may invoke the API calls 608 provided bythe mobile operating system (such as operating system 602) to facilitatefunctionality described herein.

The applications 616 may use built in operating system functions (e.g.,kernel 622, services 624 and/or drivers 626), libraries 620, andframeworks/middleware 618 to create user interfaces to interact withusers of the system. Alternatively, or additionally, in some systemsinteractions with a user may occur through a presentation layer, such aspresentation layer 614. In these systems, the application/component“logic” can be separated from the aspects of the application/componentthat interact with a user.

FIG. 7 is a block diagram illustrating components (also referred toherein as “modules”) of a machine 700, according to some exemplaryembodiments, able to read instructions from a machine-readable medium(e.g., a machine-readable storage medium) and perform any one or more ofthe methodologies discussed herein. Specifically, FIG. 7 shows adiagrammatic representation of the machine 700 in the example form of acomputer system, within which instructions 710 (e.g., software, aprogram, an application, an applet, an app, or other executable code)for causing the machine 700 to perform any one or more of themethodologies discussed herein may be executed. As such, theinstructions 710 may be used to implement modules or componentsdescribed herein. The instructions 710 transform the general,non-programmed machine 700 into a particular machine 700 programmed tocarry out the described and illustrated functions in the mannerdescribed. In alternative embodiments, the machine 700 operates as astandalone device or may be coupled (e.g., networked) to other machines.In a networked deployment, the machine 700 may operate in the capacityof a server machine or a client machine in a server-client networkenvironment, or as a peer machine in a peer-to-peer (or distributed)network environment. The machine 700 may comprise, but not be limitedto, a server computer, a client computer, a personal computer (PC), atablet computer, a laptop computer, a netbook, a set-top box (STB), apersonal digital assistant (PDA), an entertainment media system, acellular telephone, a smart phone, a mobile device, a wearable device(e.g., a smart watch), a smart home device (e.g., a smart appliance),other smart devices, a web appliance, a network router, a networkswitch, a network bridge, or any machine capable of executing theinstructions 710, sequentially or otherwise, that specify actions to betaken by machine 700. Further, while only a single machine 700 isillustrated, the term “machine” shall also be taken to include acollection of machines that individually or jointly execute theinstructions 710 to perform any one or more of the methodologiesdiscussed herein.

The machine 700 may include processors 704, memory memory/storage 706,and I/O components 718, which may be configured to communicate with eachother such as via a bus 702. The memory/storage 706 may include a memory714, such as a main memory, or other memory storage, and a storage unit716, both accessible to the processors 704 such as via the bus 702. Thestorage unit 716 and memory 714 store the instructions 710 embodying anyone or more of the methodologies or functions described herein. Theinstructions 710 may also reside, completely or partially, within thememory 714, within the storage unit 716, within at least one of theprocessors 704 (e.g., within the processor's cache memory), or anysuitable combination thereof, during execution thereof by the machine700. Accordingly, the memory 714, the storage unit 716, and the memoryof processors 704 are examples of machine-readable media.

As used herein, the term “machine-readable medium,” “computer-readablemedium,” or the like may refer to any component, device or othertangible media able to store instructions and data temporarily orpermanently. Examples of such media may include, but is not limited to,random-access memory (RAM), read-only memory (ROM), buffer memory, flashmemory, optical media, magnetic media, cache memory, other types ofstorage (e.g., Erasable Programmable Read-Only Memory (EEPROM)) and/orany suitable combination thereof. The term “machine-readable medium”should be taken to include a single medium or multiple media (e.g., acentralized or distributed database, or associated caches and servers)able to store instructions. The term “machine-readable medium” may alsobe taken to include any medium, or combination of multiple media, thatis capable of storing instructions (e.g., code) for execution by amachine, such that the instructions, when executed by one or moreprocessors of the machine, cause the machine to perform any one or moreof the methodologies described herein. Accordingly, a “machine-readablemedium” may refer to a single storage apparatus or device, as well as“cloud-based” storage systems or storage networks that include multiplestorage apparatus or devices. The term “machine-readable medium”excludes signals per se.

The I/O components 718 may include a wide variety of components toprovide a user interface for receiving input, providing output,producing output, transmitting information, exchanging information,capturing measurements, and so on. The specific FO components 718 thatare included in the user interface of a particular machine 700 willdepend on the type of machine. For example, portable machines such asmobile phones will likely include a touch input device or other suchinput mechanisms, while a headless server machine will likely notinclude such a touch input device. It will be appreciated that the I/Ocomponents 718 may include many other components that are not shown inFIG. 7. The FO components 718 are grouped according to functionalitymerely for simplifying the following discussion and the grouping is inno way limiting. In various exemplary embodiments, the I/O components718 may include output components 726 and input components 728. Theoutput components 726 may include visual components (e.g., a displaysuch as a plasma display panel (PDP), a light emitting diode (LED)display, a liquid crystal display (LCD), a projector, or a cathode raytube (CRT)), acoustic components (e.g., speakers), haptic components(e.g., a vibratory motor, resistance mechanisms), other signalgenerators, and so forth. The input components 728 may includealphanumeric input components (e.g., a keyboard, a touch screenconfigured to receive alphanumeric input, a photo-optical keyboard, orother alphanumeric input components), point based input components(e.g., a mouse, a touchpad, a trackball, a joystick, a motion sensor, orother pointing instrument), tactile input components (e.g., a physicalbutton, a touch screen that provides location and/or force of touches ortouch gestures, or other tactile input components), audio inputcomponents (e.g., a microphone), and the like. The input components 728may also include one or more image-capturing devices, such as a digitalcamera for generating digital images and/or video.

In further exemplary embodiments, the I/O components 718 may includebiometric components 730, motion components 734, environmentalenvironment components 736, or position components 738, as well as awide array of other components. One or more of such components (orportions thereof) may collectively be referred to herein as a “sensorcomponent” or “sensor” for collecting various data related to themachine 700, the environment of the machine 700, a user of the machine700, or a combinations thereof.

For example, the biometric components 730 may include components todetect expressions (e.g., hand expressions, facial expressions, vocalexpressions, body gestures, or eye tracking), measure biosignals (e.g.,blood pressure, heart rate, body temperature, perspiration, or brainwaves), identify a person (e.g., voice identification, retinalidentification, facial identification, fingerprint identification, orelectroencephalogram based identification), and the like. The motioncomponents 734 may include acceleration sensor components (e.g.,accelerometer), gravitation sensor components, rotation sensorcomponents (e.g., gyroscope), and so forth. The environment components736 may include, for example, illumination sensor components (e.g.,photometer), temperature sensor components (e.g., one or morethermometer that detect ambient temperature), humidity sensorcomponents, pressure sensor components (e.g., barometer), acousticsensor components (e.g., one or more microphones that detect backgroundnoise), proximity sensor components (e.g., infrared sensors that detectnearby objects), gas sensors (e.g., gas detection sensors to detectionconcentrations of hazardous gases for safety or to measure pollutants inthe atmosphere), or other components that may provide indications,measurements, or signals corresponding to a surrounding physicalenvironment. The position components 738 may include location sensorcomponents (e.g., a Global Position system (GPS) receiver component),altitude sensor components (e.g., altimeters or barometers that detectair pressure from which altitude may be derived), orientation sensorcomponents (e.g., magnetometers), and the like. For example, thelocation sensor component may provide location information associatedwith the system 700, such as the system's 700 GPS coordinates and/orinformation regarding a location the system 700 is at currently (e.g.,the name of a restaurant or other business).

Communication may be implemented using a wide variety of technologies.The I/O components 718 may include communication components 740 operableto couple the machine 700 to a network 732 or devices 720 via coupling722 and coupling 724 respectively. For example, the communicationcomponents 740 may include a network interface component or othersuitable device to interface with the network 732. In further examples,communication components 740 may include wired communication components,wireless communication components, cellular communication components,Near Field Communication (NEC) components, Bluetooth® components (e.g.,Bluetooth® Low Energy), Wi-Fi® components, and other communicationcomponents to provide communication via other modalities. The devices720 may be another machine or any of a wide variety of peripheraldevices (e.g., a peripheral device coupled via a Universal Serial Bus(USB)).

Moreover, the communication components 740 may detect identifiers orinclude components operable to detect identifiers. For example, thecommunication components 740 may include Radio Frequency Identification(RFID) tag reader components, NEC smart tag detection components,optical reader components (e.g., an optical sensor to detectone-dimensional bar codes such as Universal Product Code (UPC) bar code,multi-dimensional bar codes such as Quick Response (QR) code, Azteccode, Data Matrix, Dataglyph, MaxiCode, PDF417, Ultra Code, UCC RSS-2Dbar code, and other optical codes), or acoustic detection components(e.g., microphones to identify tagged audio signals). In addition, avariety of information may be derived via the communication components740, such as, location via. Internet Protocol (IP) geo-location,location via Wi-Fi® signal triangulation, location via detecting a NECbeacon signal that, may indicate a particular location, and so forth.

Where a phrase similar to “at least one of A, B, or C,” “at least one ofA, B, and C,” “one or more A. B, or C,” or “one or more of A. B, and C”is used, it is intended that the phrase be interpreted to mean that Aalone may be present in an embodiment, B alone may be present in anembodiment, C alone may be present in an embodiment, or that anycombination of the elements A, B and C may be present in a singleembodiment; for example, A and B, A and C, B and C, or A and B and C.

Changes and modifications may be made to the disclosed embodimentswithout departing from the scope of the present disclosure. These andother changes or modifications are intended to be included within thescope of the present disclosure, as expressed in the following claims.

1. A system of generating targeted user lists using customizable avatarcharacteristics comprising: a processor, and a memory having, storedthereon instructions, when executed by the processor, causes the systemto perform operations comprising: generating a database of mutableavatar characteristics, wherein generating the database of mutableavatar characteristics includes: selecting mutable avatarcharacteristics from a plurality of customized avatar characteristicsassociated with a plurality of user identifiers, and storing the mutableavatar characteristics and the plurality user identifiers associatedwith the mutable avatar characteristics; generating a database of stylecategories, wherein generating the database of style categories includecategorizing the plurality of user identifiers into a plurality of stylecategories based on the mutable avatar characteristics associated withthe user identifiers; generating a targeted user list, whereingenerating the targeted user list includes: determining, using thedatabase of style categories, a first style category from the pluralityof style categories in which a first user of the plurality of useridentifier is categorized and, selecting, using the database of stylecategories, a set of user identifiers from the plurality of useridentifiers that are associated with the first style category, whereinthe targeted user list includes the set of user identifiers; and causinga media content item to be displayed on display screens of electronicdevices associated with the set of user identifiers.
 2. The system ofclaim 1, wherein to generate the targeted user list includes: receive acontact list including at least a user associated with the first useridentifier.
 3. The system of claim 1, wherein the media content item isone of: an image, or a video.
 4. The system of claim 1, wherein themedia content item is an advertisement.
 5. The system of claim 1,wherein the plurality of customized avatar characteristics comprisescharacteristics related to at least one of: hair color, hair length,hair style, facial hair style; eye lashes, glasses, earrings, makeupcolors, headwear, or outfit.
 6. The system of claim 1, wherein themutable avatar characteristics include characteristics related to atleast one of: hair style; glasses, earrings, makeup colors, headwear, oroutfit.
 7. The system of claim 1, wherein the plurality of stylecategories comprises categories related to at least one of: hobbies,film and tv genre, sports, shopping habits, food preferences, beauty andfashion, or gaming.
 8. The system of claim 1, wherein generating thetargeted user list further comprises: identifying the first useridentifier that corresponds to a user based on an email of the firstlisted user or an electronic device identifier associated with the user.9. The system of claim 1, wherein the database of mutable avatarcharacteristics stores a current set of mutable avatar characteristicsor a history of mutable avatar characteristics for a predeterminedperiod of time.
 10. The system of claim 1, wherein generating thedatabase of mutable avatar characteristics further comprises: receivingan update to the plurality of customized avatar characteristicsassociated with the plurality of user identifiers, selecting the mutableavatar characteristics from the updated plurality of customized avatarcharacteristics, and updating the database of mutable avatarcharacteristics by storing the mutable avatar characteristics and theplurality user identifiers associated with the mutable avatarcharacteristics.
 11. The system of claim 10, wherein the update to theplurality of customized avatar characteristics is received at apredetermined frequency.
 12. A method of generating targeted user listsusing customizable avatar characteristics comprising: generating adatabase of mutable avatar characteristics, wherein generating thedatabase of mutable avatar characteristics includes: selecting mutableavatar characteristics from a plurality of customized avatarcharacteristics associated with a plurality of user identifiers, andstoring the mutable avatar characteristics and the plurality useridentifiers associated with the mutable avatar characteristics;generating a database of style categories, wherein generating thedatabase of style categories includes categorizing the plurality of useridentifiers into a plurality of style categories based on the mutableavatar characteristics associated with the user identifiers; generatinga targeted user list, wherein generating the targeted user listincludes: determining, using the database of style categories, a firststyle category from the plurality of style categories in which a firstuser identifier of the plurality of user identifiers is categorized,selecting, using the database of style categories, a set of useridentifiers from the plurality of user identifiers that are associatedwith the first style category, wherein the targeted user list includesthe set of user identifiers; and causing a media content item to bedisplayed on display screens of electronic devices associated with theset of user identifiers.
 13. The method of claim 12, wherein generatingthe targeted user list includes: receiving a contact list including atleast a user associated with the first user identifier.
 14. The methodof claim 12, wherein the media content item is one of: an image, or avideo.
 15. The method of claim 12, wherein the plurality of customizedavatar characteristics comprise characteristics related to at least oneof: hair color, hair length, hair style, facial hair style, eye lashes,glasses, earrings, makeup colors, headwear, or outfit; wherein themutable avatar characteristics comprise characteristics related to atleast one of: hair style, glasses, earrings, makeup colors, headwear, oroutfit; and wherein the plurality of style categories comprisecategories related to at least one of: hobbies, film and tv genre,sports, shopping habits, food preferences, beauty and fashion, orgaming.
 16. The method of claim 12, wherein generating the targeted userlist further comprises: identifying the first user identifier thatcorresponds to a user based on an email of the first listed user or anelectronic device identifier associated with the user.
 17. The method ofclaim 12, wherein the database of mutable avatar characteristics storesa current set of mutable avatar characteristics or a history of mutableavatar characteristics for a predetermined period of time.
 18. Themethod of claim 12, wherein generating the database of mutable avatarcharacteristics further comprises: receiving an update to the pluralityof customized avatar characteristics associated with the plurality ofuser identifiers, selecting the mutable avatar characteristics from theupdated plurality of customized avatar characteristics, and updating thedatabase of mutable avatar characteristics by storing the mutable avatarcharacteristics and the plurality user identifiers associated with themutable avatar characteristics.
 19. The method of claim 18, wherein theupdate to the plurality of customized avatar characteristics is receivedat a predetermined frequency.
 20. A non-transitory computer-readablestorage medium having stored thereon, instructions when executed by aprocessor, causes the processor to perform operations comprising:generating a database of mutable avatar characteristics, whereingenerating the database of mutable avatar characteristics includes:selecting mutable avatar characteristics from a plurality of customizedavatar characteristics associated with a plurality of user identifiers,and storing the mutable avatar characteristics and the plurality useridentifiers associated with the mutable avatar characteristics;generating a database of style categories, wherein generating thedatabase of style categories includes categorizing the plurality of useridentifiers into a plurality of style categories based on the mutableavatar characteristics associated with the user identifiers: generatinga targeted user list, wherein generating the targeted user listincludes: determining, using the database of style categories, a firststyle category from the plurality of style categories in which a firstuser identifier of the plurality of user identifiers is categorized, andselecting, using the database of style categories, a set of useridentifiers from the plurality of user identifiers that are associatedwith the first style category, wherein the targeted user list includesthe set of user identifiers; and causing a media content item to bedisplayed on display screens of electronic devices associated with theset of user identifiers.